The early aughts were the worst possible kind of golden age. Tans were inescapable—on Britney Spears’s midriff, on the flexing biceps outside of Abercrombie & Fitch stores. The Jersey Shore ethos of “gym, tan, laundry” infamously encapsulated an era in which tanning salons were after-school hangouts, and tanning stencils in the shape of the Playboy bunny were considered stylish. Self-tanning lotions, spray tans, and bronzers proliferated, but people still sought the real thing.

By the end of the decade, tanning’s appeal had faded. Americans became more aware of the health risks, and the recession shrank their indoor-tanning budgets. But now America glows once again. The president and many of his acolytes verge on orange, and parties thrown by the MAGA youth are blurs of bronze. Celebrity tans are approaching early-aughts amber, and if dermatologists’ observations and social media are any indication, teens are flocking to the beach in pursuit of scorching burns.

Tanning is back. Only this time, it’s not just about looking good—it’s about embracing an entire ideology.